In 2005, Chip was redesigned, changing species to a wolf. ‘Chip the Wolf is the current mascot and is a slim gray wolf who wears a red sweater and blue trousers. Although he started out as a sidekick, Chip soon became more popular in the adverts, until 1997, when he took over as the main mascot for the cereal. Chip would howl the cereal’s name in each ad before he and crook were stopped by Officer Crumb. In the 1990’s, the Cookie Crook was given a sidekick called Chip The Dog. He wore a blue police uniform, had a thick brown mustache and spoke in an Irish accent. Officer Crumb was a policeman who was always trying to foil the Crooks plans to steal the Cookie Crisp. He also wore a purple shirt, and a black mask that covered his face much like a burglar.CookieĬrook was joined by another character, Officer Crumb. He had a traditional mustache and wore a red chef’s hat with cookies all over it similarly to Jarvis. The Cookie Crook was an anti-hero who always tried to steal the cereal from unsuspecting people. Jarvis proved popular lasting over 8 yearsĮventually, Jarvis the wizard was replaced in favor of a new mascot, the ‘Cookie Crook ‘. His clothes were decorated with chocolate chip cookies, in the commercials he would turn cereal bowls into cookie jars by magic. In 1977, the first Cookie Crisp mascot was introduced – a wizard named Jarvis who looked a lot like Merlin with a wand, robe and white beard. I want to see the changes in the mascot over time and the reasons behind this.Ĭookie Crisp is a breakfast cereal introduced in 1977 that consists of small chocolate chip cookies. However it has been a staple of American breakfast cereals for over 30 years.
In the UK, cookie crisp has only been around for 10 years and has always featured a wolf as a mascot.
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